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Google Innovations

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In its formative years, Google’s early mission was for it to be easy for people to retrieve the information they were looking for on the internet. This information had to be relevant, accurate and not require much effort to retrieve. Larry Page and Sergey Brin launched Google to the world in 1998 which was a time when Yahoo! and AOL were the largest names in Internet search, but who provided search results based on their own content. The public was therefore refreshed by Google’s product which was a search engine that returned relevant results from all sources and not their own. This began the evolution of the marketing space.
However the search engine by itself could not make money so Google monetized by selling advertisement space on its web page. This was first done using simple links to banners to more intelligent type advertisements using the AdWords and AdSense products. With AdWords they pay only when their advertisement comes up which is only when a user enters specific keywords. The result is a win-win since Google would return relevant search results and the advertisement would be related to the user’s keywords. With AdSense, publishers agree to host relevant advertisements on their webpage and get paid when people click on them.
Google is innovative. They need to be so they can keep search results relevant as companies find innovative ways to be the number one search result or advertisement on Google. The downside is sometimes it is difficult to keep results relevant or accurate and there are ways to fool the top search engine (Sweeney 2013).
Google has also provided the Google Analytics tool which helps marketers understand the performance of their online presence. This is extremely useful for the business that measures search engine marketing successes which is related to traffic measurement (Amin Omidvar, Reza Mirabi and Shokry 14-32).

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